Are Rolex Watches a Good Investment in 2025?

Rolex remains unmatched in the ability to combine heritage with craftsmanship and investment potential.

In 2025 more collectors and investors are turning to Rolex. Not just for prestige but for financial returns. But are Rolex watches really a good investment? Which models offer the best value growth? And why do some cost more than a new car? At Kettle Club we live and breathe the watch market daily and in this guide we’ll break down everything you need to know about investing in Rolex this year.

Why are Rolex watches expensive?

Rolex watches aren’t just accessories… they are engineering masterpieces made from precision, tradition and marketing expertise.

Here’s why they command such high price tags…

Craftsmanship & Materials

Every Rolex is built in house using the highest grade materials. Rolex’s exclusive Oystersteel a high-grade 904L stainless steel offers greater corrosion resistance and an unmatched sheen. Their gold is smelted in-house, and every movement is handmade and chronometer-certified for extraordinary accuracy.

Heritage & Reputation

With over 100 years of horological history, Rolex has earned its place as the gold standard in luxury watches. Models like the Submariner and Daytona stand as icons of horological heritage worn by icons from Steve McQueen to Paul Newman. This enhances both its cultural prestige and long term value.

Exclusivity & Demand

Rolex carefully control production to create scarcity within the market. Authorised dealers often have multi year waitlists for popular models, inflating grey market values. A £10,500 Daytona can fetch over £20,000 on the secondary market.

Marketing & Cultural Influence

Rolex isn’t just a watch brand it’s a status symbol. Its presence in films, sports sponsorships and high society cements its desirability across the globe.

Are Rolex Watches a Good Investment in 2025?

Yes but with important nuances. A Rolex can be a solid appreciating asset, especially in the post pandemic luxury market where tangible status driven goods continue to outperform.

Here’s why…

Steady Long Term Appreciation

According to market data from WatchCharts and Chrono24, key Rolex models have appreciated at an average annual rate of 7 to15% over the past decade. Some like the Daytona have surged even higher.

Durability as a Value Holder

Unlike crypto or stocks, a Rolex is a physical asset you can enjoy while it grows in value. Thanks to Rolex’s world class engineering these watches last generations.

Global Resale Liquidity

There is a consistent international market for Rolex. You can sell a GMT-Master II in London, Hong Kong, or Miami and get top market value.

Safe Haven Asset

In uncertain economies, demand for Rolexes remains strong. They serve as a hedge against inflation and currency instability. Much like gold they are portable wealth.

The Best Rolex Models to Invest in 2025

1. Rolex Submariner No Date (Ref. 124060)
   With its clean symmetrical design and lack of date complication this Submariner is a purist’s dream. Its simplicity appeals to collectors and its iconic status ensures steady secondary market interest. This reference often avoids the extreme spikes seen in the Date models offering steadier year on year appreciation.
2. Rolex GMT-Master II Batman (Ref. 126710BLNR)
   The black and blue bezel nicknamed “Batman” is one of the most recognisable Rolex designs of the modern era. Since its return on the Jubilee bracelet the watch has maintained high demand globally. Limited availability at retail has made this a secondary market staple.
3. Rolex Daytona Panda (Ref. 116500LN)
   Arguably the most hyped Rolex of the last decade. The Panda layout combined with the Cerachrom bezel and Daytona heritage which makes this watch highly collectible. It has been known to fetch up to double the retail price at its peak.
4. Rolex Day-Date Olive Dial (Ref. 228239)
   Offered in white gold this Day Date features a unique olive green dial previously seen only in platinum models. Its rarity, Presidential bracelet, and sophisticated aesthetic make it a favourite among elite collectors.
5. Rolex Datejust Wimbledon Dial (Ref. 126300 / 126234)
   Recognised by its Roman numeral hour markers in green, the Wimbledon dial has strong UK and global appeal. Steel variations have seen consistent demand with relatively low depreciation making them a solid entry level investment.
6. Rolex Sea-Dweller Deepsea (Ref. 126660)
   Designed to withstand the pressures of extreme diving depths the Deepsea bold profile and niche appeal create steady collector interest. Models with the D-Blue James Cameron dial have especially good resale performance.
7. Rolex Explorer II (Ref. 226570 – Black or White Dial)
   Sporty, functional, and practical, the 42mm Explorer II is a tool watch icon. Its dual time-zone functionality and sturdy case design make it a traveller’s favourite. As steel sports Rolexes remain in high demand, the Explorer II holds its own.
8. Rolex Oyster Perpetual 41 (Ref. 134300 – Pistachio Dial)
   This unique pastel green dial variant was discontinued shortly after its release, sparking huge collector interest. Much like the Stella dials of the past, the OP Pistachio is fast becoming a future classic.
9. Rolex Sky-Dweller (Ref. 326938 – Champagne Dial)
   As Rolex’s most complex model, the Sky-Dweller blends sportiness and luxury. In full yellow gold, this reference carries weight literally and financially. It’s ideal for those seeking complication, prestige and bold wrist presence.
10. Rolex Daytona (Ref. 116506 – Ice Blue Dial)
    Crafted in platinum and featuring the signature ice blue dial this Daytona is one of Rolex’s ultimate prestige pieces. Strong demand in Asia and the Middle East continues to push values up making it a strong long term hold.
11. Rolex Day-Date 36 (Ref. 128238 – Green Ombre Dial)
    This model fuses a classic case size with one of the most striking dials in the Day Date lineup. The ombre fade from green to black creates depth and allure. Its gold case only adds to the luxury value.
12. Rolex Yacht-Master 37 (Ref. 268621 – Chocolate Dial)
    Everose Rolesor (a combination of rose gold and steel) gives this model an elegant warmth. It’s ideal for smaller wrists and is increasingly sought after for its aesthetic versatility.
13. Rolex Oyster Perpetual 39 (Ref. 114300 – Black Dial)
    Now discontinued the 39mm OP has carved a niche with collectors seeking simplicity and symmetry. Demand has spiked since Rolex eliminated this size from the OP lineup in 2020.
14. Rolex Datejust 31 (Ref. 178240 – Pink Dial)
    This model balances elegance with investment appeal. As demand grows for smaller watches, especially among women and collectors of vintage styled pieces its value continues to rise.
15. Rolex Datejust 26 (Ref. 69173 – Champagne Diamond Dial)
    Vintage Rolexes with diamond set dials offer significant value. This 26mm size may be modest by modern standards but it boasts timeless elegance and entry level affordability.
16. Rolex Explorer 40 (Ref. 224270 – Black Dial)
    A recent expansion of the Explorer line this 40mm model hits the sweet spot between modern and vintage design cues. Its larger size appeals to today’s buyers and the Explorer heritage keeps it in demand.

Kettle Club Rolex models to consider in 2025

15 standout Rolex watches currently in stock at Kettle Club that that we believe offer strong investment potential. Each of these has been selected not just for its condition but for factors like collector demand, rarity, production status, historical price trends and cultural impact.

1. Rolex Daytona Panda (Ref. 116500LN – 2020) – £22,500
A staple in any serious collection. The white dial with black sub dials has earned the nickname Panda and its popularity has only grown since its 2016 release. Market trends consistently show a premium over retail and auction records reveal long term investor confidence in this iconic chronograph.

2. Rolex Submariner “Hulk” (Ref. 116610LV – 2017) – £14,900
Discontinued in 2020 the Hulk has already demonstrated one of the sharpest upticks in resale value. With its distinctive green dial and Cerachrom bezel this reference is prized for its individuality. It’s increasingly rare in mint condition making it a strong asset for future appreciation.

3. Rolex GMT-Master II “Batman” (Ref. 116710BLNR – 2017) – £10,995
The original Batman on the Oyster bracelet is no longer produced. Its appeal lies in its cult like following and the collectability of first generation ceramic bezel GMTs. This reference has already proven its mettle in the secondary market showing growth even during correction periods.

4. Rolex Day-Date 40 Olive Dial (Ref. 228235 – 2024) – £41,500
Rolex flagship model in white gold with a sunburst olive dial has caught global attention. Limited availability and prestige positioning make this a premium investment with historic value performance. It’s also been spotted on numerous celebrities further boosting its cachet.

5. Rolex Explorer II (Ref. 216570 – 2019) – £8,250
Collectors are rediscovering this reference due to its larger 42mm case pre 2021 dial markers and historical role as an adventurer’s tool. Often considered undervalued, it’s beginning to see a steady climb as older Explorer models gain attention.

6. Rolex GMT-Master II “Bruce Wayne” (Ref. 126710GRNR – 2025) – £16,500
One of the newest references, combining black and grey Cerachrom bezels. Early indicators suggest this piece is gaining traction among those priced out of Batman and Pepsi models. Its clean, modern aesthetic has helped create demand.

7. Rolex Daytona Ice Blue (Ref. 116506 – 2022) – £78,500
The platinum Daytona is as rare as it is revered. Ice blue dials are reserved only for platinum Rolex models, giving this reference status among collectors. Strong auction performance and international demand cement its status as a long term hold.

8. Rolex Datejust 41 Wimbledon (Ref. 126300 – 2025) – £8,895
Named after the iconic tennis championship this reference features a Roman numeral dial with green accents. The Wimbledon dial has seen increasing interest in both domestic and international markets, often fetching above retail on resale.

9. Rolex Yacht-Master (Ref. 16622 – 2006) – £7,850
Features a platinum bezel and Rhodium dial offering an entry into precious metal Rolex watches at a fraction of Daytona or Day Date prices. With more collectors seeking less conventional models, the Yacht-Master’s value has seen renewed interest.

10. Rolex Day-Date 36 (Ref. 18238 – 1990) – £15,350
Vintage Presidents are increasingly sought after, particularly unpolished models with original dials. This reference in yellow gold is a textbook example of a historically performing Rolex with a premium legacy and limited availability.

11. Rolex GMT-Master II “Rootbeer” (Ref. 126715CHNR – 2022) – £30,500
Crafted in Everose gold with a bi-colour bezel, this watch merges luxury with tool-watch DNA. Rootbeer models have seen a strong upswing in demand, particularly as collectors look to two-tone and full-gold pieces for standout appeal.

12. Rolex Submariner “Starbucks” (Ref. 126610LV – 2024) – £11,995
Nicknamed for its green and black contrast, this newer Submariner has already made its mark. With improved proportions and enhanced movement, it’s expected to follow in the Hulk’s footsteps as a sought-after collector’s piece.

13. Rolex Oyster Perpetual 41 Green (Ref. 124300 – 2024) – £7,850
Vibrant coloured OPs were one of Rolex’s most successful recent moves. This green dial variant was produced in limited numbers with secondary market prices already trending upwards. Perfect blend of affordability and investment potential.

14. Rolex Sea-Dweller (Ref. 126603 – 2019) – £9,995
Unusual for blending gold with a professional diver’s watch, this Sea-Dweller makes a bold statement. With strong presence, 1,220m water resistance, and limited production, it’s a niche collector’s favourite.

15. Rolex Datejust 36 (Ref. 126233 – 2023) – £10,750
Two-tone watches are back in style, and the Datejust 36 is Rolex’s most versatile platform. This model’s understated elegance and updated movement mean it’s already seeing appreciation in collector circles.

Non-Rolex Watches with Investment Potential

Although Rolex leads the market, a few other luxury brands have proven investment-worthy due to heritage, exclusivity, and craftsmanship:

1. Audemars Piguet Royal Oak Chronograph (Ref. 26320ST – Black Dial)
The Royal Oak remains a grail for collectors and the 41mm chronograph reference offers both everyday wearability and elite status. Supply is limited, and demand consistently exceeds availability.

2. Bvlgari Octo Finissimo (Ref. 103297 – Black Dial)
At just 5.15mm thick, the Octo Finissimo breaks records. Its ultra-slim profile and Italian design make it a darling among modern collectors. The watch has already won multiple horological awards.

3. Tag Heuer Carrera 39 (Ref. CBS2216 – Silver Dial)
Inspired by vintage Heuer designs this Carrera captures the spirit of mid century racing watches. While not always investment-grade, the growing demand for heritage-driven reissues makes it a rising contender.

Final Thoughts

In 2025 Rolex remains one of the safest and most aspirational places to park your money. As long as demand continues to outpace supply prices are likely to trend upwards. Whether you’re a seasoned collector or buying your first luxury watch Rolex is a powerful blend of status, engineering and smart investing.

At Kettle Club we specialise in sourcing rare and high performance Rolexes. With insider market knowledge transparent pricing, and meticulous authenticity checks,we make watch investing simple and rewarding.

Explore our latest Rolex arrivals or contact us for tailored investment advice today.